Describe the objective of the promotion.
Our challenge was to create a sales and brand-building promotion for Halls, the lozenge brand that soothes sore throats and therefore liberates your voice.

Describe how the promotion developed from concept to implementation.
We created the “Halls. Free Your Voice.” promotion, where ordinary South Africans could win the chance to record their own radio ad to literally say anything. It was all about freedom of expression, so for the campaign microsite, we needed an idea that gave consumers a similar freedom.

Our concept was to make all the boring, legal copy that needed to be on the site, including the competition Terms and Conditions, out of digital, audible fridge poetry. Each and every word was recorded separately using dozens of different voices representing the range of accents in South Africa.

Explain why the method of promotion was most relevant to the product or service.
Halls is a lozenge brand that soothes your sore throat and allows you to express yourself. Our microsite did the same, allowing visitors to not only read all about the promotion (how to enter, Terms & Conditions etc.), but to use that information to actually de-construct every page on the site, by clicking and dragging words from various parts to make their own creative, expressive messages, which could be shared with friends.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With over 95,000 competition entrants (the most for any Halls promotion in history), over 8,500 unique visitors to the site (a record for any Cadbury South Africa microsite) and a sales increase of 15.5%, which amounts to over 3 million units, this was the most successful Halls promotion ever. But the campaign not only helped sales, it was a successful exercise in pure freedom of speech.